FIFA World Cup, Football's Most Popular Event Among Women

Football appears to be the most popular sport in the world. According to a Nielsen survey, football is enjoyed by approximately 40% of the global population. This percentage is the highest compared to other sports, such as basketball, badminton, tennis, or motorcycle racing.

Nielsen also found that football matches are enjoyed not only by men but also by women.

"Currently, 37% of global football fans are women," Nielsen explained in the *World Football Report 2022*.

The most popular football event among women is the FIFA World Cup.

Based on the Nielsen survey, the FIFA World Cup attracted 34% of female respondents, while other football events attracted only around 20% of respondents or less, as shown in the graph.

"Given the significant interest of women in the World Cup, this could be the right time to encourage them to become loyal fans through relevant content and sponsorships," Nielsen stated.

"For example, in 2022, the World Cup was held for the first time during the holiday season, and women do a lot of shopping during the holidays. This is a bridge for brands to promote holiday-related content and services while leveraging the excitement of the World Cup," they continued.

Nielsen conducted this survey during the period of January-April 2022. The survey was conducted in 12 countries, including Australia, Brazil, China, France, Germany, India, Italy, Japan, South Korea, Spain, the United States, and the United Kingdom.